PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN DI RUMAH MAKAN BAKSO SADAM SEMARANG

Abstract

This study aims to determine how much influence location and service quality have on customer satisfaction at Adhum Coffee Mulawarman Semarang. Y = 9.395 + 0.270 X1 + 0.620 X2 + e. Hypothesis testing using the t test shows that the location variables (X1) and service quality (X2) have an effect on customer satisfaction (Y) with a calculated t value> t table (2.752; 6.004)> 1.984 with a sig t value <? (0.007; 0.000) <0.05. From the results of the F test, the calculated F value> F table (220.275> 2.09) with a sig F value (0.000) <0.05, which means that simultaneously the location variables and service quality have an effect on customer satisfaction (Y). The conclusion in this study is that the variables of location and service quality partially influence consumer satisfaction at Adhum Coffee Mulawarman Semarang. Simultaneously, location and service quality influence consumer satisfaction.
Keywords: Product quality, Price, Purchasing decision